But once I used the phone heavily, I started to come around to the Moto X in a way I hadn't expected. The additions to the software that Motorola has made are legitimately useful and really quite impressive. They add to the experience of Android without removing what is most vital in Google's software, unlike the competition, which seems intent on obscuring what's already a sophisticated and beautiful operating system. If Motorola ends up producing a Google Play Edition of this phone that retains the customizable hardware and software additions like Assist and Active Notifications - this could be as good an option as the S4 or One.

And the phone is nice. I mean, really nice to use. It's a reminder that the way something is built can be as important as what it's made of.

If I'm right in reading between the lines of Google's marketing speak, the Moto X was made in the image of the everyman. [...] The 4.7-inch screen size, the curvature of its back, the composite materials, its weight and front-face look were focus-tested for maximum inoffensiveness. The Moto X exudes no tech halo like the Galaxy S 4 or the HTC One because it is the sum of averages. Here's how I see it: You know those people who own iPhones, but don't know which model number they own and also refer to all Android phones as Droids? This phone is for them.

It seems like there's a consensus regarding the Moto X: it's average in almost every way, but for some reason, it still feels like a fantastic phone. It's not the best at any metric, but at the same time, nothing really sucks about it either. It's an interesting approach in the smartphone world, but since older and/or cheaper models (e.g. iPhone 4/4S, Galaxy SIII) are still selling really, really well, to the point where they harm margins, the Moto X might be on to something.

However, this makes the price tag that much weirder. It's $199 on contract, just like most other flagship phones. So, who is this for?